What is remarketing and how to set it up

What is remarketing?

Remarketing is the repeated interaction with Internet users who have visited your resource earlier using advertising. If during a visit they perform an action that confirms their interest in the product, then after leaving the site they see ads that encourage them to return. Remarketing works due to targeted display of advertisements on various sites on the Internet.

Let’s look at an example. The person is planning to choose and buy a new phone. He enters a request, opens the first few tabs, selects 2-3 resources (among them your site) that he liked the most, and studies the proposals. Having decided on the device model, he closes all the tabs and goes about his business to complete the purchase when he has an opportunity, for example, after the RFP.

If you have remarketing set up, then a person from time to time will start seeing your ads on other sites on the Internet. This will greatly increase the likelihood that he will return to you.

Not all site visitors are shown remarketing ads. Impressions occur only if the person has completed the target action indicating his readiness to purchase – he has fulfilled the condition specified in the setting.

You can set up remarketing for potential buyers of an online store who have added a product to the cart, compare two product items, visited a landing page with a certain service, etc. After the user has fulfilled one of the conditions and left the site, he sees your ads on other Internet resources. This increases the chance of a return.

How remarketing works :

Remarketing campaigns are carried out within search results, advertising networks

created by search engines, as well as in some social networks. The most popular medium for remarketing is Google Display. It is a network of mobile applications and search engine partner sites that provide their space for advertisers using Google’s advertising services.

There are more than two million such sites, including popular services owned by Google, such as YouTube. The search engine offers quite favorable terms of cooperation for partner sites Digital marketing company in surat. Therefore, the CCM includes high-quality sites with large coverage and an active audience.

Similar functionality for repeated contact with visitors is provided in the Yandex Advertising Network (YAN). But the tool itself is called retargeting here.

Remarketing in KMS has the following principle of work:

  • You post a snippet of code on your pages that tracks the behavioral activity of visitors and sends information to Google Analytics.
  • After the user has navigated to your website, an identifier tag is automatically placed in the cookie of his browser, which the code stores in analytics.
  • Next, you need to set up impressions through Google Ads or Google Analytics. To do this, you need to set the criteria by which the user gets into the audience of the remarketing campaign. For example, if he visited a page with a USP and spent more than a minute there.
  • Now, ads will be shown inside the display area to all users who have fulfilled the specified conditions on the page, but left it.

Types of remarketing :

There are two main types of remarketing, which differ in ad type and targeting settings. Namely:

Static means showing one ad to all users who meet the specified criteria. These ads are usually generic and lead to the home page or to one of the larger sections for the client. Static remarketing is used to interact with a large segment of the audience that has shown a common interest in a brand.

Dynamic remarketing is a more accurate delivery method. The visitor sees an advertisement for the exact product he was interested in before, which increases the likelihood of his return. To use this type of display, you need to carefully segment your target audience and select the most attractive types of ads for each segment.

Remarketing is available across different types of ad platforms. There are the following types:

  • impressions in advertising networks of search engines – ads are displayed on partner sites of the KMS or YAN;
  • search engine – displays in ad units of search results;
  • video marketing are advertisements that are shown to users on YouTube;
  • social – ads are shown to users on social networks;
  • email remarketing – ad impressions in Gmail services that are tuned to users who have left their own email address (do not confuse with mailing, as the user sees not the email you sent, but the advertisement).

The most effective tactic of application is to combine all of these types for more effective interaction with the audience.

How to set up remarketing :

As we already said, in order to use this tool, first of all, you need to collect an audience for which impressions will be configured. You should install the Google Analytics tracking code or a special Google Ads tag on the pages of the Internet resource. Let’s take a closer look at each of the methods.

Setting up remarketing via Google Analytics :

This service provides a lot of useful information about visitors, which is important when setting up impressions. Namely:

  • committed targeted actions (subscription, authorization, order, etc.);
  • sources from which visitors go;
  • geographic location information;
  • information from CRM (if you have integrated end-to-end analytics with Google analytics);
  • demographic data.

The service also has templates for ads that can make it easier for you to create ads.

Setting up a remarketing campaign is as follows:

  • In the admin panel, go to your website settings. Next, select the “Tracking” tab, and then in the “Data collection”, where you should enable the collection of data for remarketing. Then save the changes:

There are two ways to create a remarketing list: import a ready-made segment from Google analytics, or create a new audience – choose the criteria by which users will be added to the list. Let’s create a new audience of website visitors who have made a conversion on it. To do this, click on the appropriate button:

Set up remarketing in Google Ads :

  • To set up remarketing through Google Ads, you first need to add an audience tracking tag to your site. Go to the service and go to “Tools”, then “Shared Library” ⟶ “Audience Manager” ⟶ “Audience Lists” ⟶ “Configure Audience Source”:

Next, in audience sources, click “Customize Tag” under “Google Ads Tag”:

Let’s set up static remarketing as an example. We put a mark next to the item “Collect only general data on-site visits” and save the changes:

Next, you need to choose the method by which you will place the tag on the site: manually, by sending a task to your webmaster, or using Google Tag Manager:

To add a tag manually, select the corresponding icon, and click on it. A window will appear with a code snippet and instructions for installing it. Copy the code and place it on each page between the <head> and </head> tags, according to the instructions:

So now you have your first auto-generated audience. It includes all the site visitors. Next, you need to create your own remarketing audience, to do this, go to the “Audience Manager” tab, “Audience lists” tab, where click on the “+” sign:

As an example, let’s create an audience with the main criterion – landing page visit. To do this, click on the “Site Visitors” item:

Next, we set the criteria by which visitors will be combined into a group:

Several conditions can be combined here. For example, you want to form a group of those visitors who visited the page but only with a specific URL (excluding redirects):

Next, you should clarify the size of the audience in the paragraph “Initial size of the list”. According to Google Ads rules, it must include at least 100 active users in the last 30 days.

It is also important to specify the time interval during which ads will be shown to users from the list. The service automatically sets 30 days, the longest possible period is 540 days:

Setting up and remarketing campaign :

To set up a Google Ads campaign, go to Campaigns and click the + sign to create:

After that, you should set up a standard display campaign: define the goal and type of the campaign, specify the budget, bids, geographic location, language, and duration of impressions.

Next, switch to manual targeting to select the audience created in Google Analytics:

Benefits of remarketing :

The main feature of remarketing is that you are working with an already familiar and interested audience. This provides the following benefits:

  • Higher click-through rates on ads
  • low cost per click when compared to a regular display campaign;
  • the ability to attract direct sales using an advertising channel;
  • reducing customer churn due to additional contacts.

This tool is very important to consider when planning any marketing campaign, as it can help you significantly increase your efficiency and return on investment.

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